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Uncle Joe's Makeover Diary 2.0

Rob

Apr 9, 2011
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Rob
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George Nenni

3rd Base Coach
Apr 13, 2012
196
159
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George
My lab work will be focused on a chevy point owned and managed by some dear friends.

Job #1, before anything starts, CREATE GA BENCHMARKS.
No one does GA for auto better than @George Nenni. I'll be subscribing and my son & I will be devouring all-things-nenni ;-)
Appreciate the shout out Joe, I'm glad you liked our approach!
 
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joe.pistell

Uncle Joe
Apr 7, 2009
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Joe

joe.pistell

Uncle Joe
Apr 7, 2009
4,179
1,686
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Joe
Rob, I got fresh-eyes on this, as a shopper, I'd like to see the hot options 1st, then, the back story content 2nd, something like:


**LOADED**: Apple CarPlay/Android Auto, **NAVIGATION SYSTEM**, **BACKUP CAMERA**, **KEYLESS ENTRY**, **REMOTE START**, **LEATHER SEATS**, **PANORAMIC MOONROOF**, **POWER WINDOWS**, **POWER DOOR LOCKS**, **MP3/IPOD COMPATIBLE**, Advanced Technology Package, Denali Deluxe Package (DISC), Rear Seat Media System.​
**PAMPERED**, **ONE OWNER**, **NON SMOKER**, **LOCAL TRADE**, **CLEAN CARFAX**, **RECENT OIL CHANGE**, **MULTIPOINT INSPECTION**, **DEALER DETAILED**, **WE DELIVER ANYWHERE**​
 

joe.pistell

Uncle Joe
Apr 7, 2009
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Joe
Car shopper's data from Cox:
1668172001972.png

93 days and 14 hours is a byproduct of the shopping CHAOS out here. It's WHY DR failed. The vendor universe totally under values how complex car shopping is. The internet shopping experience blows and Its why DR failed to make an impact.

Dealers expect vendors to own this problem and 99.9% of vendor product leaders have spent zero time inside stores helping shoppers find and buy a car.
 

joe.pistell

Uncle Joe
Apr 7, 2009
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Joe
Many, many times in that precious 93 day car shopping journey, car shoppers put in the effort but the Internet can't help them. The chart below is a back of the napkin representation of the 3 key steps in the car shoppers journey:

1668172553960.png
  1. Car shopper decides he/she wants a new ride.
    1. Shopper begins at the top of the funnel, theres a lot to look at, questions are simple and broad.
  2. Time passes, shopper's getting a short list of favorites and now the complexity of the questions goes up 100x
    1. Shopper's short list compares and juggles OEM, models, trims, packages, options, colors, miles, price and payments (i.e. credit score)
    2. The spends hours looking, but, the internet stops being helpful. The shopper has entered "THE DEAD ZONE"
    3. This precious place is the 11th hour in the shopping journey and it's exactly where a car shopper gets frustrated and wants a human product specialist to help...
  3. The Jump (into the showroom) is the single most important point of measurement in the entire digital shopping journey. It's here the shopper brings in their bushel basket of unanswered questions.
    1. The vendor industry needs to camp out inside dealerships and harvest & categorise these questions BECAUSE they all point to what the internets fails.
 

Alex Snyder

President Skroob
May 1, 2006
3,332
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Alex
10 yrs in the dealership, 10 yrs in the vendor space. In my travels, nearly every vendor product leader believes it's the dealer needs to be disrupted.

Nope. Industry wide, It's the vendors that need to be disrupted.
It is a storm of dealers, vendors, and OEMs causing these catastrophic consumer experiences online.

Dealers ultimately have control of what their website experience is, but few understand how to view their site from a consumer perspective.

Vendors err on the side of revenue. If a dealer will buy it, that's what they build.

OEMs are more concerned with their brand image than whether the dealer or consumer has a good experience.

If alignment around a good consumer experience existed, all three players would benefit.